MILAN — Italian streetwear brand GCDS is entering the beauty arena.
The company will unveil its GCDS Beauty line on its online store on Nov. 1, followed by the launch during the ComplexCon fair in Long Beach, Calif., this weekend.
Manufactured by Italian color cosmetics supplier Intercos, the first drop of cruelty-free products includes four lipsticks targeting a young and playful audience and retailing approximately at 22 euros each.
“These products are for me the purse essentials,” said designer Giuliano Calza, who founded the label in 2015 with his brother Giordano. Calza underscored he focused on developing a functional and interesting offering. “[My goal] is not to compete with the major beauty companies, I just wanted to deliver fun products to gift my people.”
This is reflected by the bold names and the ironic catch phrases related to each product, including the Hype transparent lip balm; the Blinghoe plumping lipstick with a sparkling pink finishing; the Marijuana 4:20 ph reagent green option turning into a natural cherry blush tint once applied on the lips and the Velvet D.I.C.K. red matte lipstick.

The Marijuana 4:20 lipstick.
Courtesy Photo

The colorful bullets are included in an essential, black tube with the brand’s logo standing out in white, while the